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研究生:張皓翔
研究生(外文):Haoh Saing Chang
論文名稱:認知產品品質、服務品質與購買意願之關係研究-以宜蘭房屋代銷業為例
論文名稱(外文):The relationship between perceived product quality, service quality, and purchasing intentions –an example in Yilan construction
指導教授:林定玉林定玉引用關係
指導教授(外文):Ding Yu Lin
學位類別:碩士
校院名稱:佛光大學
系所名稱:管理學研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2007
畢業學年度:95
語文別:中文
論文頁數:138
中文關鍵詞:認知產品品質服務品質產品知識購買意願
外文關鍵詞:perceived product qualityservice qualityproduct knowledgepurchasing intentions
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近來宜蘭房地產界因受到北宜高速公路開通之影響,業界景氣呈現上揚的趨勢。因此,建設公司有如雨後春筍般的大量開發建案,也使得宜蘭房市呈現出繁榮的景象。但在供給面大量增長的情況下,需求面卻沒有如供給面成等比例的成長,這也導致了如最近報章雜誌所述的,房市熱度有漸趨持平之現象。在供過於求的情況下,各建商正面臨著如何增加銷售量的難題。如同其他產品,建築業目前已由生產導向進入到消費者導向之時代,除了傳統上的區位因素受到顧客之青睞外,品質因素亦越來越受到消費者所重視。因此,本研究旨在探討建築產業中,認知產品品質與服務品質對消費者購買意願的相關性及影響力,並探討產品知識對認知產品品質、服務品質與消費者購買意願是否產生干擾作用。
本研究主要採用問卷調查法,並以有意在宜蘭地區購買房屋且親自到房屋銷售現場賞屋的消費者為探討之對象。問卷共發出500份,回收有效問卷411份,有效回收率為82.2%。在資料的處理與分析上分為五部份做說明,分別為(1)樣本結構分析;(2)問卷信度與效度分析;(3)樣本結構交互作用之卡方分析;(4)認知產品品質、服務品質對購買意願之影響力分析;(5)產品知識對認知產品品質、服務品質與購買意願之交互作用分析,共五個部份來說明。
研究結果顯示,(1)認知產品品質、服務品質與購買意願有正相關;(2)認知產品品質、服務品質對購買意願有正向的影響力;(3)產品知識對認知產品品質與購買意願的干擾作用不明顯;(4) 產品知識對服務品質與購買意願具有顯著的干擾作用。
With the construction of the Taipei-Yilan Freeway, the boom in real estate in Yilan has kept grow up in the recent years. In the meantime, many new real estate companies have opened offices and carried out a lot of projects. It also gives a picture of booming real estate market in Yilan. However, too many supply of housing projects don’t lead to the same demand of them. For that reason, we have learned from medias recently that there’s a clear signs of slowdown in the housing market in Yilan county. Because the quantity supplied exceeds quantity demanded, every housing builders is faced with the problem, that is, how to broaden his selling.
The construction industry has gone from the age of manufacturing to the age of consumer. Except location attribute, consumers have put more emphasis on quality. Therefore, there are two kinds of quality that we have to discuss, one is product perceived quality, and the other is purchasing intentions. The buildings could be sold out only if these two kinds of quality satisfy consumers’ standard.
In the construction industry, what we concern about is how product perceived quality and service quality are related to consumers’ purchasing intention and how these two factors have effects upon consumers’ purchasing intention.
We select questionaire to do this research and also discuss consumers who intend to buy houses and have visited the scenes already in Yilan. There were 500 questionaries sent out and a total of 411 questionaries returned. Out of this, 82.2% was valid. The analysis was divided into 5 parts, (1) sample structure analysis, (2) analysis in reliability and validity, (3) square analysis in sample structure, (4) analysis on perceived product quality, service quality and purchasing intentions, and(5) the affection of product knowledge on perceived product quality, service quality and purchasing intentions.
The result of this paper shows that, (1) perceived quality and service quality have relationship with consumers’ purchasing intentions, (2) these two factors also have positive effects upon consumers’ purchasing intention, (3) product knowledge doesn’t have clear effect on perceived product quality and purchasing intentions, and (4) product knowledge has clear effect on service quality and purchasing intentions.
目錄
誌謝………………………………………….………………………….…………Ⅰ
中文摘要……………………………………………………………….…………Ⅲ
英文摘要……………………………………………………………….…………Ⅳ
目錄……………………………………………………………………..…………Ⅴ
附錄………………………………………………………………………...………Ⅵ
圖目錄…………………………………………………………………..…………Ⅶ
表目錄………………………………………………………………..……………Ⅷ
第一章緒論………………………………………………………………..………1
第一節 研究背景…………………………………………………………………1
第二節 研究動機…………………………………………………………………3
第三節 研究目的…………………………………………………………………5
第四節 研究範圍…………………………………………………………………6
第五節 研究因素限制……………………………………………………………6
第六節 研究流程…………………………………………………………………7
第二章 文獻探討…………………………………………………………..……9
第一節 房地產業概述……………………………………………………………9
第二節 購買意願………………………………………………………..………13
第三節 認知產品品質……………………………………………………..……20
第四節 服務品質…………………………………………………………..……28
第五節 產品知識…………………………………………………………..……41
第三章研究方法…………………………………………………………...……49
第一節 研究架構…………………………………………………………..……49
第二節 研究假設…………………………………………………………..……50
第三節 研究變項之操作性定義及問卷題項設計…………………………..…52
第四節 研究工具、研究對象與資料蒐集………………………………..…..…58
第五節 分析方法………………………………………………………..………60
第四章研究結果……………………………………………………….…..……62
第一節 樣本結構分析……………………………………………………..……62
第二節 信度與效度分析…………………………………………………..……78
第三節 產品知識之消費群特性分析…………………………………..………81
第四節 研究假設檢定……………………………………………………..……86
第五章結論與建議……………………………………………………….……113
第一節 研究結論………………………………………………………………113
第二節 實務建議………………………………………………………………116
第三節 研究限制………………………………………………………………120
第四節 後續研究建議…………………………………………………………121

附錄……………………………………………………………………….…..……122
參考文獻…………………………………………………………………...……122
一、中文部份………………………………………………………………..……122
二、英文部份…………………………………………………………………..…123
問卷………………………………………………………………………………134
中文部份
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5.阮如舫,《房地產行銷》,(五南圖書出版有限公司,2006年7月) 。
6.林師模、陳苑欽,《多變量分析管理上的應用》,(雙葉書郎有限公司,2004年8月) 。
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9.柯宜君,〈消費者認知之產品品質、服務品質及價格對滿意度及忠誠度之影響-於三種有形比重不同服務業之比較〉,(國立政治大學企業管理系碩士班碩士論文,2000 年)。
10.胡峰賓,《實用民法》,(新文京文化有限公司,2003年5月)。
11.陳彥芳,〈價格促銷、認知價值與商店形象對購買意願影響之研究-以大台北地區3C 連鎖家電為例〉,(真理大學管理科學研究所碩士論文,2004 年)。
12.陳淑芳,〈顧客關係、服務品質、品牌形象、顧客滿意度與再購意願間關係之研究〉,(大同大學事業經營研究所碩士論文,2002 年)。
13.傅瑋瓊,《房地產致富全書》,(早安財金文化有限公司,2006年10月)。
14.程新雨,〈產品屬性、產品知識、認知需求對消費者反遞移率決策行為之影響〉,(國立台灣大學商學研究所碩士論文,2001 年)。
15.黃侑勛,〈產品品質、系統品質與服務品質對線上消費者忠誠度之影響-以3C網路商店為例〉,(國立東華大學企業研究所碩士論文,2005 年)。
16.楊正瑀,〈不同程度產品知識及多重外再提是對網路購物意願之影響〉,(國立交通大學管理科學系碩士論文,2002 年)。
17.楊素芬,《品質管理》,(華泰文化事業股份有限公司,2002年)。
18.鄭君豪,〈產品品質外在屬性訊號、產品知識與顧客滿意之整合性分析:以台北市筆記型電腦消費者為例〉,(真理大學管理科學研究所碩士論文,2003年)。
19.謝廷豪,《消費者行為》,(台灣西書有限公司,2003年) 。

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